Essence is the individual, real, or ultimate nature of a thing, especially as opposed to its existence. When designing an attraction for authenticity, we are often referring to the faithfulness in capturing and conveying the essential characteristics, spirit, or core elements of a given subject. We’re designing the soul of a place. From guardrails to greebles, this week’s Destinology explores how to capture essence.

Essence is the individual, real, or ultimate nature of a thing, especially as opposed to its existence. When designing an attraction for authenticity, we are often referring to the faithfulness in capturing and conveying the essential characteristics, spirit, or core elements of a given subject. We’re designing the soul of a place. From guardrails to greebles, this week’s Destinology explores how to capture essence.

Imagine crafting an experience reminiscent of the Pacific Northwest—cue Victoria Gray, PGAV Art Director. She delves deep, immersing herself in photos, seeking the true essence of landscapes, from glacier-carved terrains to wind-sculpted cliffs. The result? Rockwork that doesn't just replicate but resonates. When it comes to authenticity, every detail matters—from the initial sketch to the final stone. Learn more about the process in this week’s Destinology.

Merriam-Webster recently revealed its Word of the Year: "authentic." As people seek more profound, meaningful connections, attractions are even more focused on aligning with this cultural shift.